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Opinions of professional buyers toward a new, alternative red meat: Ostrich
Author(s) -
Gillespie Jeffrey,
Taylor Gary,
Schupp Alvin,
Wirth Ferdinand
Publication year - 1998
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/(sici)1520-6297(199805/06)14:3<247::aid-agr7>3.0.co;2-0
Subject(s) - conjoint analysis , product (mathematics) , marketing , business , red meat , advertising , economics , food science , mathematics , microeconomics , preference , biology , geometry
Professional meat buyers are surveyed to estimate their current and past use of ostrich meat and their preferences for different ostrich meat products. Conjoint analysis is used to estimate the most preferred ostrich meat products for the retail and restaurant sectors, as well as the relative importance of attributes considered in the decision to purchase ostrich meat. Results indicate that buyers have very limited knowledge of ostrich meat. The preferred product in both the restaurant and retail markets is a branded, 6‐oz. ostrich filet at the lowest price. Price is the most important factor determining retail and restaurant managers' decisions on the acceptability of the product. © 1998 John Wiley & Sons, Inc.